مفهوم سازی و اعتباریابی اخلاق حرفه ای اینفلوئنسرها؛ رویکرد مدل سازی ساختاری تفسیری

هدف: هدف از تحقیق حاضر، مفهوم سازی و اعتباریابی اخلاق حرفه ای اینفلوئنسرهای شبکه های اجتماعی می باشد. این پژوهش به لحاظ پارادایم شناسی در فازِ اکتشاف مدل تفسیری و در فازِ آزمون مدل اثبات گرا قرار دارد و از نظر هدف، کاربردی می باشد. روش: رویکرد پژوهش، آمیخته و استراتژی به کار گرفته شده در آن تحلیل مضمون می باشد. در بخش کیفی با استفاده از مصاحبه های کیفی نیمه ساختار یافته و عمیق با 14 نفر از خبرگان علمی و اجرایی و تحلیل آن در نرم افزار maxqda شاخص ها و مولفه های اخلاق حرفه ای تاثیرگذاران شناسایی شدند. سپس در بخش کمی با استفاده از رویکرد ساختاری تفسیری (ism) مدل مربوطه مورد آزمون قرار گرفت و با بهره گیری از تحلیل micmac روابط میان مضامین تحلیل گردید. یافته ها: مطابق با نتایج به دست آمده از تحقیق، 8 مولفه و 39شاخص برای این منظور، شناسایی و اعتبار سنجی شد.نتیجه گیری: از آنجا که مولفه‌هایی که در آخرین تکرارها به عنوان خروجی تعیین می‌شوند از نظر روش معادلات ساختاری تفسیری، تاثیرگذارتر خواهند بود، لذا مولفه های c4 و c8 یعنی تعهد حرفه ای و احترام به ارزش ها، عقاید و باورهای جهانی، تاثیرگذارتر خواهند بود.

conceptualization and validation of professional ethics of influencers; interpretive structural modeling approach

introduction: with the increasing popularity of social media, a phenomenon called influencer marketing has emerged. these influential people actually play the same role as opinion leaders in social media. the concept of opinion leadership refers to a person's ability to influence a social network. thought leaders are the most influential group in social systems. (rogers, 1983) digital opinion leaders attract a lot of attention from internet users and play a key role in word-of-mouth advertising, generating messages and content used by other people, and influencing people's attitudes. (meng, wei zhu, 2011) using influential people or influencers as brand ambassadors has led to increased investment in this strategy (deja farova and rushworth, 2017(it is also necessary to mention that since the expansion of markets, the variety of products and the increase of products and the increase in the number of manufacturing companies have brought a competitive atmosphere in the business market, attention to ethical principles is very important and has a significant impact. it will lead to the success and profitability of companies in the market؛ in today's era, when leaders and leaders are faced with cultural and value diversity in the business environment, ethics, moral principles and, in general, ethical management have a high importance and position. (shafi'i et al., 1400) ethics and compliance with ethical principles in any business is like a double-edged sword, one edge of which is the threat caused by non-compliance with ethical issues and will bring deplorable results, and the other edge of this sword is opportunity. in the discussion of the necessity of observing ethical issues by influencers, it can be said that the incorrect ethical behavior of influencers causes different negative consequences that affect the life and health of followers and the entire market of social networks. the poor performance of social network influencers and the changing ethical standards of users will lead to an increasingly negative perception of instagram advertising in general and lead to an irreversible loss of consumer trust, which is especially harmful for an influencer whose entire activity is based on authenticity. and it can leave a stain on the name of the brand., (erofeeva,2021) also, compliance with ethical considerations by influencers can bring countless positive achievements. influencers have the potential to create a sense of trust that allows brands to create more meaningful connections with their audiences, thereby becoming a strategic element in the marketing mix. (akseki, 2022)therefore, the aim of this research is to conceptualize and validate professional ethics among social media influencers. this study is positioned in the exploratory phase of the interpretive model paradigm and the confirmatory phase of the positivist model, and it is practical in terms of its objective.methods: the research approach is mixed-method and the strategy used in that analysis is thematic. in the qualitative part, using semi-structured and in-depth qualitative interviews with 14 scientific and executive experts and its analysis in maxqda software, the indicators and components of professional ethics of influential people were identified. then, in the quantitative section, the relevant model was tested using the interpretive structural approach (ism) and the relationships between themes were analyzed using micmac analysis.result: based on the results obtained from the research, 8 components and 39 indicators were identified and validated for this purpose.conclusion: since the factors determined as outputs in the final iterations will have a greater impact from an ism perspective, the components c4: professional commitment and c8: respect for global values, beliefs, and convictions will have a more significant influence. also, the results of micmac analysis show that the variables c2, c8, c5, c6, which represent the variables of the ability to trust the influential person, professional honor, green commitment, and respect for global values, beliefs, and convictions, they are linked variables or interfaces. these variables have high dependence and high guiding power, in other words, the effectiveness and effectiveness of these criteria is very high, and any small change on these variables causes fundamental changes in the system.